{"id":37807,"date":"2019-12-19T14:20:51","date_gmt":"2019-12-19T14:20:51","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/importance-having-shopping-list-supermarket\/"},"modified":"2019-12-19T14:20:51","modified_gmt":"2019-12-19T14:20:51","slug":"importance-having-shopping-list-supermarket","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/importance-having-shopping-list-supermarket\/","title":{"rendered":"De boodschappenlijst is baas in de supermarkt"},"content":{"rendered":"<p>Wanneer slaat de verleiding toe in de supermarkt? Dat hangt ervan af of shoppers een boodschappenlijst hebben, blijkt uit onderzoek van de universiteit van Stanford. Wie een lijstje volgt, blijft langer gefocust \u00e9n gemotiveerd.<\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2>Lijstjes slorpen alle aandacht op\u2026<\/h2>\n<p>Door klanten in de supermarkt te volgen met mini-camera\u2019s aan hun oor, ontdekten onderzoekers van de universiteiten van Stanford, Portland en Singapore dat <a href=\"http:\/\/www.gsb.stanford.edu\/insights\/secret-life-supermarket-shopper\" target=\"_blank\" rel=\"noopener\">boodschappenlijstjes een doorslaggevende factor<\/a> zijn in het shopgedrag van consumenten in de supermarkt.\u00a0<\/p>\n<p>\u00a0<\/p>\n<p>Wie een boodschappenlijstje mee heeft, vertraagt gaandeweg: hij of zij werkt de items op het lijstje een voor een af, maar raakt naar het einde toe steeds meer afgeleid. Hoe langer ze in de winkel zijn, hoe langer het begint te duren vooraleer ze nieuwe producten in hun winkelkar leggen. Dat betekent dat ze afwijken van hun plan en beginnen te struinen, menen de onderzoekers.\u00a0<\/p>\n<p>\u00a0<\/p>\n<p>Logisch, legt Szu-chi Huang, marketingprofessor aan de universiteit van Stanford, uit: lijstjesshoppers hebben iets om zich op te focussen en zien aan hun lijst ook hoe ver ze staan. Naar het einde toe verslapt de concentratie \u2013 ze hebben het meeste toch al, de eindmeet is in zicht \u2013 en stellen ze zich meer open voor prikkels van buitenaf.<\/p>\n<p>\u00a0<\/p>\n<h2>\u2026 maar motiveren ook<\/h2>\n<p>Bij consumenten die zonder lijstje winkelen \u2013 bijna twee derden van de 237 proefpersonen \u2013 verliep de \u2018customer journey\u2019 meer in een boog. De tijd tussen hun keuzes steeg snel tot meer dan halverwege het winkelbezoek, om dan even snel te dalen tot ze aan de kassa kwamen. Degenen die geen lijst gebruikten, raakten sneller afgeleid van hun doelen.\u00a0<\/p>\n<p>\u00a0<\/p>\n<p>&#8220;Ze hebben geen anker om hen op koers te houden&#8221;, verklaart Huang: &#8220;Ze verliezen hun focus in het midden van de trip en beginnen te grasduinen.&#8221; Maar na het treuzelen, vormen ze ofwel nieuwe doelen of herinneren ze zich uiteindelijk dat ze nog niet alles hebben, en versnellen ze hun keuzes om naar de kassa te kunnen.<\/p>\n<p>\u00a0<\/p>\n<p>Ook in een digitale proef met een onlinesupermarkt was hetzelfde gedrag te zien. Shoppers die een lijstje voorgelegd kregen, vulden hun virtuele winkelmandje naar het einde toe steeds trager, terwijl consumenten zonder lijst in het midden een dip kregen, maar nadien weer te versnellen. Interessant is evenwel dat de snelheid overeen blijkt te komen met motivatie: mensen vinden het leuk om dingen door te kunnen strepen op een lijst. Het toont vooruitgang, en dat motiveert.<\/p>\n<p>\u00a0<\/p>\n<h2>Afleiding in het midden of aan het eind<\/h2>\n<p>Wanneer zijn consumenten dan het best te verleiden tot een ongeplande aankoop of om nieuwe producten te ontdekken? Dat hangt ervan af of ze een lijstje hebben. &#8220;Momentum is belangrijk en dat wil je niet verstoren&#8221;, zegt Jacob Suher van de universiteit van Portland: &#8220;Maar er zijn momenten waarop je een shopper wel wilt onderbreken, en dat is wanneer ze vanzelf zouden vertragen.&#8221;<\/p>\n<p>\u00a0<\/p>\n<p>Degenen die geen gebruik maken van lijsten, zijn wellicht meer ge\u00efnteresseerd in een kookdemonstratie of in proevertjes als die afleidingen in het midden van de winkel worden geplaatst, aangezien hun focus op dat moment sowieso dipt. Lijstmakers zouden daarentegen waarschijnlijk meer openstaan voor nieuwe ervaringen en marketingplaatsen dichter bij de kassa, klinkt het.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Wanneer slaat de verleiding toe in de supermarkt? Dat hangt ervan af of shoppers een boodschappenlijst hebben, blijkt uit onderzoek van de universiteit van Stanford. Wie een lijstje volgt, blijft langer gefocust \u00e9n gemotiveerd. \u00a0 Lijstjes slorpen alle aandacht op\u2026 Door klanten in de supermarkt te volgen met mini-camera\u2019s aan hun oor, ontdekten onderzoekers van [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":37805,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[18],"tags":[],"people":[],"extra":[43],"company":[],"topic":[],"region":[],"class_list":["post-37807","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","extra-plus"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>De boodschappenlijst is baas in de supermarkt - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Wanneer slaat de verleiding toe in de supermarkt? 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